Something that is becoming more and more evident as the days pass is that the desktop version of Google is not seeing quite as much action as its mobile counterpart. The convenience of mobile search is being recognized quickly and by large numbers. So, it is because of this fact that we should start looking into mobile search; how it works, who is using it, and why. Thanks to a new report from Google and Nielsen called “Mobile Search Moments: Understanding How Mobile Drives Conversions” which takes data from more than 6,000 searches, we can gain quite a bit of insight into the way mobile device users are searching. In fact, there is about 43 pages worth of insight, so allow me to stick to a sort of summary
The report tells us that 77 percent of searches happen at home or at work, while only 17 percent of mobile searches happen on the go. This is particularly interesting because when I think mobile, I think of a device somebody uses because they cannot use their computer. It appears that this is less and less the case, and that people are just using mobile in place of desktop computers.
However, when it comes to mobile search related to shopping, users are most likely to do this type of searching while in a store. Actually, they are two times more likely to search with shopping related queries while in the store than they are while elsewhere.
Next come the numbers that everyone really cares about; conversions. According to the report from Google and Nielsen, 75 percent of searches on mobile devices caused users to take “follow-up actions,” or create conversions. Furthermore, the average mobile search triggered just about 2 follow-up actions. Also, the report tells us that 55 percent of said conversions happen in no longer than an hour.
As consumers increasingly turn to their mobile phones, it is critical for businesses to understand the range of “mobile conversions” that can occur, such as phone calls, store visits, or purchases on other devices.
The report is chock full of useful information for anyone interested in marketing through mobile search engines. Mobile search has become more popular among consumers without a doubt, and more marketers are spending money to get their ads in view of mobile searchers. It is an effective place for advertising, and will continue to grow in that direction.
Here are a few of the more important findings in the report;
- 22 percent of mobile searches take place between 8PM and midnight
- 81 percent of mobile searches are driven by speed and convenience
- During the study, 65 percent of respondents noticed mobile search ads
- People are more likely to notice ads while in-store
- 59 percent of people thought mobile ads were useful in their mobile searching
